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Services Marketing

Services Marketing : People, Technology, Strategy

Services Marketing People, Technology, Strategy

Services Marketing

Summary

For graduate-level/MBA courses in Services Marketing. Combining conceptual rigor with real-world examples and practical applications, this combination text/reader/casebook explores both concepts and techniques of marketing for an exceptionally broad range of service categories and industries. Strong managerial and strategic focus.

Table of Contents

Preface

xi

Contributors of the Readings and Cases

xvii

Part I Understanding Services

1

(108)

Distinctive Aspects of Service Management

1

(31)

Services in the Modern Economy

2

(6)

Marketing Services versus Physical Goods

8

(7)

An Integrated Approach to Service Management

15

(5)

The Evolving Environment of Services

20

(9)

Conclusion

29

(3)

Customer Involvement in Service Processes

32

(22)

How Do Services Differ from One Another?

33

(4)

Service As a Process

37

(7)

Different Processes Pose Distinctive Management Challenges

44

(6)

Conclusion

50

(4)

Managing Service Encounters

54

(55)

Customers and the Service Operation

55

(4)

Service As a System

59

(8)

Managing Service Encounters for Satisfactory Outcomes

67

(5)

The Problem of Customer Misbehavior

72

(5)

The Customer as Coproducer

77

(3)

Conclusion

80

(29)

Service Theater: An Analytical Framework for Services Marketing

83

(10)

Critical Service Encounters: The Employee's Viewpoint

93

(16)

Part II Focus on Customers and Managing Relationships

109

(86)

Customer Behavior in Service Settings

109

(28)

The Nature of Service Consumption

110

(2)

Understanding Customer Needs and Expectations

112

(4)

How Customers Evaluate Service Performances

116

(3)

Strategic Responses to the Intangibility of Service Performances

119

(4)

The Purchase Process for Services

123

(3)

Evaluating the Service Offering

126

(3)

Understanding Customer Behavior at Different Points in the Service Experience

129

(5)

Conclusion

134

(3)

Targeting Customers, Managing Relationships, and Building Loyalty

137

(26)

Segmentation Strategies for Effective Capacity Utilization

140

(3)

Selecting the Appropriate Customer Portfolio

143

(3)

Creating and Maintaining Valued Relationships

146

(5)

The Search for Customer Loyalty

151

(9)

Conclusion

160

(3)

Complaint Handling and Service Recovery

163

(32)

Consumer Complaining Behavior

164

(6)

Impact of Service Recovery Efforts on Customer Loyalty

170

(3)

Service Guarantees

173

(7)

Conclusion

180

(15)

Listening to the Customer: The Concept of a Service-Quality Information System

182

(13)

Part III Creating Value in a Competitive Market

195

(142)

Positioning a Service in the Marketplace

195

(21)

The Search for Competitive Advantage

196

(4)

Creating a Competitive Position

200

(4)

Steps in Developing a Positioning Strategy

204

(2)

Developing Positioning Maps

206

(7)

Conclusion

213

(3)

Creating the Service Product and Adding Value

216

(40)

Planning and Creating Services

217

(3)

Understanding the Service Offering

220

(3)

Service Blueprinting

223

(9)

Identifying and Classifying Supplementary Services

232

(9)

Planning and Branding Service Products

241

(4)

New Service Development

245

(8)

Conclusion

253

(3)

Pricing Strategies for Services

256

(29)

Paying for Service: The Customer's Perspective

257

(2)

The Context of Service Pricing

259

(3)

Establishing Monetary Pricing Objectives

262

(3)

Foundations of Pricing Strategy

265

(6)

Pricing and Demand

271

(6)

Putting Service Pricing Strategy into Practice

277

(6)

Conclusion

283

(2)

Customer Education and Service Promotion

285

(52)

The Role of Marketing Communication

286

(2)

Services versus Goods: Implications for Communication Strategy

288

(6)

Setting Communication Objectives

294

(1)

The Marketing Communications Mix

295

(12)

Implications of the Internet for Marketing Communication

307

(4)

Conclusion

311

(26)

Service Positioning Through Structural Change

314

(11)

The Strategic Levers of Yield Management

325

(12)

Part IV Planning and Managing Service Delivery

337

(118)

Creating Delivery Systems in Place, Cyberspace, and Time

337

(23)

Alternative Scenarios for Service Delivery

338

(3)

Selecting the Type of Contact: Options for Service Delivery

341

(3)

Place and Time Decisions

344

(8)

The Physical Evidence of the Servicescape

352

(4)

The Role of Intermediaries

356

(2)

Conclusion

358

(2)

Enhancing Value by Improving Quality and Productivity

360

(30)

Integrating Productivity and Quality Strategies

361

(2)

Definition and Measurement

363

(6)

Identifying and Correcting Service Quality Shortfalls

369

(7)

Problem Solving and Prevention

376

(5)

How Productivity Improvement Impacts Quality and Value

381

(2)

Customer-Driven Approaches to Improving Productivity

383

(4)

Conclusion

387

(3)

Balancing Demand and Capacity

390

(20)

The Ups and Downs of Demand

391

(3)

Measuring and Managing Capacity

394

(3)

Understanding the Patterns and Determinants of Demand

397

(4)

Strategies for Managing Demand

401

(6)

Conclusion

407

(3)

Managing Customer Waiting Lines and Reservations

410

(45)

Waiting to Get Processed

411

(1)

The Universality of Waiting

411

(6)

Minimizing the Perceived Length of the Wait

417

(4)

Calculating Wait Times

421

(1)

Reservations

421

(6)

Conclusion

427

(28)

Content and Measurement of Productivity in the Service Sector: A Conceptual Analysis with an Illustrative Case from the Insurance Business